Encyclopedia of Public Health
There is much discussion in the academic world of communication as to what actually constitutes communication. Currently, many definitions of communication are used in order to conceptualize the processes by which people navigate and assign meaning.
We might say that communication consists of transmitting information from one person to another. In fact, many scholars of communication take this as a working definition, and use Lasswell's maxim, "who says what to whom in what channel with what effect," as a means of circumscribing the field of communication theory.
Theories of communication are actually is not something new that came into picture in twentieth century. In the history of philosophy, Aristotle first addressed the problem of communication and attempted to work out a theory of it in The Rhetoric. Aristotle represented communication as might an orator who speaks to large audiences. Although His model incorporates few elements.
Aristotle’s Model of Communication :
ike most of the other models in this section of simple models, the model proposed by Aristotle is a linear one. In his Rhetoric, Aristotle tells us that we must consider three elements in communication:
- the speaker
- the speech
- the audience
If you just think for a moment about the variety of communication acts, you shouldn't have too much difficulty seeing those elements. In some cases, of course, Aristotle's vocabulary doesn't quite fit. In the example of you reading the newspaper, no one is actually 'speaking' as such, but if we use, say, the terms 'writer' and 'text', then Aristotle's elements can still be found.
Lasswells Model
The Lasswell Formula is typical of what are often referred to as transmission models of communication. For criticisms of such models, you should consult the section on criticisms of transmission models.
The sociologist, Harold Lasswell, tells us that in studying communication we should consider the elements in the graphic above.
Lasswell was primarily concerned with mass communication and propaganda, so his model is intended to direct us to the kinds of research we need to conduct to answer his questions ('control analysis', 'effects research' and so on). In fact, though, it is quite a useful model, whatever category of communication we are studying. Note, incidentally, that the Lasswell Formula consists of five major components, though this is by no means obligatory. You might be interested to look at the comments on Maletzke's model to see which components a selection of other researchers have considered essential.
Lasswell was primarily concerned with mass communication. In every form of communication, though, there must be someone (or something) that communicates.Osgood & Schramm Circular Model
If you've already looked at the other models in this section on basic models of communication, you'll be aware that a criticism that could be made of some of them is that they present communication as a linear process, within which the rôles of sender and receiver are clearly distinguished.
Schramm stated:
In fact, it is misleading to think of the communication process as starting somewhere and ending somewhere. It is really endless. We are little switchboard centers handling and rerouting the great endless current of information....
(Schramm W. (1954) quoted in McQuail & Windahl (1981)
The Osgood and Schramm circular model is an attempt to remedy that deficiency: The model emphasizes the circular nature of communication. The participants swap between the rôles of source/encoder and receiver/decoder.
Osgood & Schramm: Interpreting
The model is particularly helpful in reminding us of the process of interpretation which takes place whenever a message is decoded.
The more mechanical models, particularly those concerned primarily with machine communication, tend to suggest that fidelity will be high as long as physical noise is reduced to a minimum or strategies (such as increasing channel redundancy) are adopted to counter the noise. This circular model reminds us that receiving a message is not simply a matter of decoding, but also of interpreting the message.
Whenever we receive data from the world around us, even in, say, the apparently very simple act of seeing what's in front of us, we are engaged in an active process of interpretation, not simply taking in information, but actively making sense of it. An important question is: what criteria are we using to make sense of what we are receiving? Since the criteria we use will inevitably differ from one person to another, there will always be semantic noise. If we can answer that question about our audience, then we stand a chance of communicating successfully.
But it's certainly not an easy question to answer, as you will see if you take a look at Berlo's SMCR Model, which is one of the most useful models as a starting point for organizing any practical work in communication.
Shannon-Weaver: The Channel
You tap on a membrane suspended above a steadily flowing jet of water. The air under the membrane causes slight deflections in the jet of water. A laser is aimed at a receiver. The jet of water flows through the laser beam, deflecting it from its target. Every time the water jet is deflected by the movement of the air, the laser beam hits its target. The laser receiver is connected to a computer which takes each 'hit' and turns it into a 1 and each miss and turns it into a 0. The computer sends these etc. etc......
You get the idea: the air waves, the jet of water and so on are all channels. The words channel and medium are often used interchangeably, if slightly inaccurately. The choice (a pretty stupid one above) of the appropriate channel is a vitally important choice in communication. It's obvious that you don't use the visual channel to communicate with the blind or the auditory channel with the deaf, but there are more subtle considerations to be taken into account as well. A colleague of mine was clearly much more responsive to visual communication than I. To elucidate his arguments he would inevitably grab a pencil and a piece of paper and sketch out complex diagrams of his arguments. Though they may have help him to clarify his ideas, they merely served to confuse me, who would have preferred a verbal exposition. It's curious that in the college where I work many students who are dyslexic or have other learning difficulties end up studying information technology in so-called flexible learning centres. Bearing in mind the statement above that "the choice of the appropriate channel is a vitally important choice in communication", it's less than obvious how a student who has difficulty reading and writing can have their needs met by a learning model which boils down in essence to 'read this; it will tell you what to write'.
Conclusion: Communication theories will evolve over time, its just a basic process which find the secrets of communication
Source:
http://www.cultsock.ndirect.co.uk/MUHome/cshtml/introductory/lasswell.html
http://en.wikipedia.org/wiki/Communication_theory
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